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Optimization of Budget Allocation for TV Advertising

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Knowledge-Based and Intelligent Information and Engineering Systems (KES 2009)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 5712))

Abstract

This research aims to present an analysis to optimally allocate advertising budgets based on single source data on consumers’ views of TV advertising. A model of consumer behavior and an optimality criterion for the advertising budget allocation are proposed together with a GA based optimization algorithm. Through the analysis, we discovered some knowledge to improve the effectiveness of advertising for several products.

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Author information

Authors and Affiliations

  1. Kansai University, 3-3-35 Yamate-cho, Suita-shi, Osaka, 564-8680, Japan

    Kohei Ichikawa, Katsutoshi Yada & Namiko Nakachi

  2. Osaka University, 8-1 Mihogaoka, Ibaraki-shi, Osaka, 567-0047, Japan

    Takashi Washio

Authors
  1. Kohei Ichikawa
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  2. Katsutoshi Yada
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  3. Namiko Nakachi
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  4. Takashi Washio
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Editor information

Editors and Affiliations

  1. University of Chile, Republica 701, 8370439, Santiago, Chile

    Juan D. Velásquez  & Sebastián A. Ríos  & 

  2. University of Brighton, BN2 4GJ, Brighton, UK

    Robert J. Howlett

  3. University of South Australia, 5095, Mawson Lakes, SA, Australia

    Lakhmi C. Jain

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© 2009 Springer-Verlag Berlin Heidelberg

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Ichikawa, K., Yada, K., Nakachi, N., Washio, T. (2009). Optimization of Budget Allocation for TV Advertising. In: Velásquez, J.D., Ríos, S.A., Howlett, R.J., Jain, L.C. (eds) Knowledge-Based and Intelligent Information and Engineering Systems. KES 2009. Lecture Notes in Computer Science(), vol 5712. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-04592-9_34

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  • DOI: https://doi.org/10.1007/978-3-642-04592-9_34

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-04591-2

  • Online ISBN: 978-3-642-04592-9

  • eBook Packages: Computer ScienceComputer Science (R0)

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